Increasing Website ROI through SEO and Analytics Dan Belhassen greatBIGnews.com Modern Earth Inc.

About your presenter Dan Belhassen – Founder & President Modern Earth Inc., an Internet technology company – Website creators, online software developers, search engine consultants, elearning specialists, mobile app developers, new media marketing specialists – Find me in my booth if you want to follow up – Presentation at Modernearth.net/lern2011

TRAFFIC Using SEO to Increase your Website

Increasing Traffic through SEO

We focus on

The Purpose of Google To understand Google ranking.. First understand Google.

The Purpose of Google “Google's mission is to organize the world's information and make it universally accessible and useful.”

How Google Works “Googlebot” Crawls the web

How Google Works

How Google ranks sites Simplify ranking to two factors: Website content Plus The “Importance” of your site

Website content

What your site is about – GoogleBot reads all content across all pages Domain name URL directories and file name Page titles Text headers Text (regular site content) Image alt tags – NOT “meta keywords”!

What your site is about Be careful! Looks for overall “relevance” Knows that “important” words appear 6-7% Tries to not be fooled by “keyword spamming” Can’t read graphical text!

But Wait!

Always design your website for – Visitors (prospects) first – Search engines second Conversion (clicks) is what matters – Importance of “meta description”

Website importance

The importance of your site The “Importance” of your site – Based on “PageRank” PageRank determined by – Who is linking to your site How important they are How “relevant” they are

The importance of your site The “transfer value” of a link is based on the number of outgoing links on the page

The importance of your site Check your PageRank

Who’s out there? Find out who is linking to your site – Use Google link: (only a subset is presented) – Use compete.com

Who’s out there? All links were not created equal – Relevance of the link text Nurse continuing education vs click here – Relevance of the anchor page content Is it relevant to your landing page?

RANKINGS Increasing your website rankings

Increasing Your Ranking Step 1: Determine your keywords – Initially focus on 3-6 keywords Keywords are actually phrases – (e.g. nurse continuing education seattle) – Research which words are actually used in searches – See keywords driving traffic to competitors

Increasing Your Ranking Step 2: Optimize your web pages Domain name URL directories and file name Page titles Text headers Text (regular site content) Image alt tags – May need to develop “landing pages” A “home” for your keyword Create landing pages for each keyword Develop appropriate links to your landing pages

Increasing Your Ranking Step 3: Verify keywords are found site: – Ensure that Google knows about all your pages Set up a google site map

Increasing Your Ranking Step 4: Train Googlebot to re-visit your site often Learns how often to visit your site Perform frequent updates to shorten “indexing wait” after major updates

Increasing Your Ranking Step 5: Link building campaign Keywords used in links Relevance of content on the anchor page

Increasing Your Ranking Step 6: Track your rankings

Increasing Your Ranking Step 7: Track your traffic Website statistics (google.com/analytics) Are keywords driving traffic to your site? What are they doing when they get there?

Increasing Your Ranking Step 8: Begin again! Back to step 1.. Keep revising your process based on results

VISITORS Understanding your

A tour of the type of information available in Google Analytics.

Feature Tour - Visitors Visitors > Demographics > Visitors Overview

Feature Tour - Visitors Visitors > Demographics > Geography

Feature Tour - Visitors Visitors > Demographics > Language

Feature Tour - Visitors Visitors > Behaviour > New vs Returning

Feature Tour - Visitors Visitors > Technology > Browser & OS

Feature Tour - Visitors Visitors > Mobile > Devices

Feature Tour – Traffic Sources Traffic Sources > Overview

Feature Tour - Traffic Sources Traffic Sources > Sources > Direct

Feature Tour - Traffic Sources Traffic Sources > Sources > Referral

Feature Tour - Traffic Sources Traffic Sources > Sources > Search

Feature Tour - Content Content > Overview

Feature Tour - Content Content > Site Content > Landing Pages

Feature Tour - Content Content > Site Speed

Feature Tour - Content Content > In-Page Analytics

HIGH VALUE KEYWORDS Determining

High Value Keywords What are high value keywords? – Search phrases that drive action – Search phrases that demonstrate interest

High Value Keywords Examining keyword report

High Value Keywords Exclude branded keywords

High Value Keywords We now have a list of keywords.. Identify valuable keywords (SEO, etc) Determine what happens to that traffic

High Value Keywords Create custom report to track metrics

CONVERSION FUNNEL Building a

Building a Conversion Funnel A conversion funnel Allows you to track steps towards a goal Determine where visitors are abandoning the process Allow you to test changes designed to increase conversions

Building a Conversion Funnel Example – Using “binarycanary.com” – FREE website monitoring tool we created

Building a Conversion Funnel

Profile Settings > Goals

Building a Conversion Funnel “Signup” Goal

Building a Conversion Funnel Goals menu

Building a Conversion Funnel Overview

Building a Conversion Funnel Reverse Goal Path

Building a Conversion Funnel Funnel Visualization

Thank you! greatBIGnews.com modernearth.net Presentation available at Any questions?